The digital revolution has somewhat marginalized outdoor advertising including billboard marketing. While you can still see several billboards, it has become difficult to grab attention of the average consumer. However, this does not mean that billboard marketing must be ignored. While you may remember a handful of billboards, they still remain a powerful medium for brand promotion. With outdoor advertising facing stiff competition and online marketing becoming a medium of choice, it is vital to make your billboard stand out. We give you a few basic rules to get your billboard marketing right.
Six Words or Less
Considering your target audience is on the move, they hardly have a few seconds to spend on your billboard. Keeping this in mind, the message on your billboard must be limited to six words. While you may push this to a few more words depending on the ease of read, it is best to abide by the rule of less is more. A billboard with too much copy will only confuse the reader and create a bad brand impression.
Keep it Simple yet Attractive
Billboards are usually placed near highways and crowded streets aiming at passing pedestrians, drivers or bikers. Complex copy or distractive elements on your billboard will not only turn off the reader but might also lead to minor or major accidents. This is not what you aim for via billboard marketing. Complex visual metaphors and messages would only distract the audience. A short, catchy message, easily legible from a distance with relevant visuals should do the trick.
Billboards are not Meant for Direct Responses
Several billboards we see are covered in phone numbers, email, and website addresses. A billboard is a secondary advertising medium meant for brand building and supporting advertising campaigns. Billboards are not the right medium for anything other than a quick message. However, if your phone number or website is the message, then you make an exception to this rule.
The More Billboards the Better
While billboards are not cheap, a single billboard will not be effective enough to fulfill your advertising goals. Billboards are a meant to target a huge audience hence it makes sense to have multiple billboards placed strategically. Depending on your target audience profile, traffic of an area, visibility, etc you may choose appropriate locations for your billboard. Placing multiple billboards in appropriate locations will ensure the success of your campaign.
Do not make the mistake of treating your billboard as just a print advertisement. Visuals are known to have a greater impact on people’s mind. Get creative with your billboard ideas. You can use 3D images, digital billboards, attractive color palette and more. Use creativity to make an eye-catching billboard that instills a lasting impression in the mind of the readers.
Implementing these basic rules will ensure a successful billboard marketing campaign. Producing a billboard which is attractive, eye-catching yet does not distract the audience is not an easy task. Guidance of advertising consultants will be useful in creating an appealing design for successful billboard marketing.